CASE STUDY

Establishing a Virtual Sales Engine for a Fortune 500 FMCG Major

INDUSTRY:

FMCG (Tobacco – Restricted Advertising)

WHEN FIELD ENGAGEMENT HITS A REGULATORY WALL

Operating in one of the most regulated, visibility-challenged categories in India, this leading tobacco brand faced a paradox—demand was strong, distribution was vast, but brand engagement was limited due to government-imposed advertising bans.

With a retail footprint spanning over 300,000 touchpoints nationwide, the company’s ability to maintain retailer relationships, promote new SKUs, and capture field insights was entirely dependent on its overburdened field sales force. There were no digital backup channels, no retailer intelligence platforms, and no scalable communication infrastructure.

MAS CALLNET + CALLMASTER AI: BUILDING A VIRTUAL RELATIONSHIP PLATFORM

Mas Callnet designed a first-of-its-kind Virtual Retailer Relationship Desk—a centralized call center operation powered by multilingual agents and CallMaster AI. The objective was to supplement, not replace the field force with an always-on, data-driven communication engine.
This became a category-defining initiative in a restricted-advertising segment—enabling brand-building without violating any consumer-facing promotion laws.